They’re measuring customers’ elasticity from shop- ping all the way to downloading the app, noting “We haven’t cracked the magic code yet, if you will, but that’s something that we’ve been kind of going back and forth on.” Social Media Strategies: Story- telling, Influence, and Balance A second theme that emerged was the role of social media in loyalty ecosystems. Collupy recalled that at the 2025 NACS State of the Industry confer- ence, social media was reported to be declining in popularity as a digital growth tool, while apps and other innovations gained traction. Still, he highlighted Babir Sultan, owner of Fav Trip, a prom- inent convenience retailer and member of the Conexxus Vision Group, who shared on LinkedIn
that he went “from a local gas station to 6.2 million views in 28 days” through authentic, consistent, and creative content. Describing how her company uses geolocation in social media to reach customers near their stores, JD Leverette , I.T. manager at Prince Oil, said: “If they are on social media, they’re actually driven by ads. And those ads promote the apps and then promote our menus that we have dailies in those locations that they’re near.” She offered that the company is active on Instagram, Facebook, and TikTok, aiming to expand its audience beyond local customers. Andrea Neurohr , VP of marketing at Coen Markets and guest of Brad Miller , director of IT at Coen Markets, emphasized that social and loyalty serve distinct functions for Coen. “Social is more where we show a little bit more of our personality. We talk
Egan responded by stressing the continuing impor- tance of the app as a communication channel. “That app, I think, is going to maintain, or at least we think [it will] for a long time because that’s the way we can interact with people and send them offers.” For United Dairy Farmers, the app remains indispensable to personalized marketing. Robinson Oil’s President Erin Graziosi noted their recent introduction of a new loyalty program along with hiring a dedicated team member but that they are not capitalizing on social, despite Collupy’s ques - tion about their name Rotton Robbie playing into a fun social persona. At Campbell Oil Company, Vice President of IT Nick Peters appreciates the customer’s journey and is analyzing the acquisition cost to get customers in store and converted into a loyal, frequent users.
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